Do you use Tumblr? Does your company?

So, I started a Tumblr feed a few weeks ago and I like the platform a lot, but I haven’t quite been able to get used to posting to it. However, my company is releasing a really cool new product this spring that our traditional customer base is going nuts about, but that I think will have a much broader appeal. So I’ve been working the social media angle: Twitter to keep in touch with bloggers and journalists in the industry, Facebook to build up our fan base of current customers.

We’re a pretty established company (you’ve probably seen our products out and about) and we have a decent enough website, but we’re very small. I need a platform that I can devote to news, pictures, videos and reviews of the new product. I keep coming back to Tumblr, thinking it’s a good platform and I can just purchase a domain to redirect to a Tumblr-driven site about this product.

This would be way easier to update than our primary website, and allow us to have more fun with it. Has anyone here done something similar? I’m just looking for a solution to promote one particular product in a new way outside of what we’re already doing to promote our whole line. What does the collective think?